The SERP is more competitive than ever

Research revealed that the SERP has become increasingly more competitive in the last year; that is by a measure of the number of advertisers competing for a first page ad position. As an average across all categories, the number of advertisers competing for a first page ad position increased 13.1% in 2017.

In the US the categories which were the most competitive by this measure were Finance and Travel and Tourism, with the number of competitors in each of these two categories numbering far in excess of the average in search.

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